Generating increased revenue for a National Telco through new product development

This national company provides a broad range of telecommunications products and services, including phone lines, internet connectivity, telephone systems and IT Services to business and consumer markets. Because competition had increased significantly since the opening up of the telecommunications market, our client had to find new revenue generation opportunities.

Objectives

To generate increased revenue by moving into a new market with a new product that built on their core telecommunications competencies. In order to achieve this they required a marketing strategy and implementation plan that would create a presence in the new market and hence support sales.

Platinum’s Value

To achieve their objective we conducted in-depth research into the market, including:

• Identifying and analysing the strengths and weaknesses of the existing players in the market, so we could clearly illustrate the different approach that the company has
• Dividing the target market into different tiers based on company size, location and turnover, to identify the key segments for the product
• Reviewing IT spending patterns of the target customers to ensure that the right pricing model was set, based on their budgets and the value the product could bring to the business
• Identifying the most appropriate and cost effective marketing activities that would get the sales team in front of the target customers

Using this data, we were able to create compelling messages around the themes of reducing exposure to risk, fines and negative publicity, which could cost companies their reputation, future business opportunities and law suits. The recipients could identify with these messages and therefore became interested in the new product.

To get new customers, we planned and managed lead generation activity that included advertising, web marketing, email campaign, exhibitions, seminars, direct mail and public relations.

Working alongside the company’s internal sales and marketing team, the project objective was achieved within 3 months, at which point it was handed over for the team to implement.

A Great Result

Using messages that target customers could identify with, the product was successfully launched at a leading industry exhibition from which it achieved excellent early market take-up in the form of pilot projects and new client sales.

A Satisfied Client

“Asomi was great to work with and we achieved so much in such a short space of time.”

News

***We are delighted to announce that Platinum has won the 2nd contract for Access to Finance- 2007/08***

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